Evaluation of factors affecting brand equity of Can Tho University based on students’ perceptions

Abstract

This study aims to evaluate and analyse the factors affecting the brand equity of Can Tho University. Qualitative research methods are applied to clarify the determinants of brand awareness, brand association, perceived quality, and brand loyalty that significantly affect brand equity. The Cronbach’s Alpha test, Applied Exploratory Factor analysis, and Linear Regression to measure the influence of these factors on the brand equity of Can Tho University. Primary data was collected by directly interviewing 280 students of Can Tho University. The study confirms that brand awareness, brand association, perceived quality, and brand loyalty significantly affect the brand equity of Can Tho University. In brand awareness has the most important influence on brand equity. From the results, some solutions are proposed to improve the brand equity value of Can Tho University, such as strengthening the development of the brand identity system, improving the determinants of brand associations, promoting and creating perceived quality, and promoting measures to enhance brand loyalty of students.